Audience:
1) What are BLACKPINK fans known as - and what would the demographics / psychographics be for the BLACKPINK audience?
BLACKPINK fans are known as 'Blinks', and their demographics are mostly teenage girls, all across the world, but they are especially more popular in Western and Southeast Asian countries, such as the UK and USA, and the Philippines and Indonesia. This may be because of BLACKPINK's bold, strong style that gives Asian and female audiences powerful representation, hence, these audiences may consume their content as a form of empowerment. The psychographics would likely be the mainstreamer, considering BLACKPINK's widespread popularity, or the struggler, who would use their music as a distraction from real-life problems.
2) What audience pleasures are offered by the music video for How You Like That?
According to Blumler and Katz theory:
- Diversion: Fans use the music video as a form of escapism: colourful visuals, fast-paced editing, performance, costumes, etc. The settings are almost fictional and seem to travel across the world, providing a distraction from reality.
- Personal Relationships: Audiences watching the music video feel like they know the members personally as each member is given an individual identity: through their scenes, costumes, body language, etc.
- Personal Identity: Audiences can copy and see their own style represented in the music video, or may resonate with the music video due to being a dancer or singer themselves.
- Surveillance: Western audiences can learn of Korean culture and language, and vice versa. They could also learn the dance accompanying the song, or things about the members themselves.
3) Pick out three particular shots, scenes or moments in the video that would particularly appeal to BLACKPINK fans. Why did you choose those moments?
The opening shot would appeal to Blinks as it's somewhat of an enigma code: there's a wide, open arch with a model of a flying bird above it, stairs leading seemingly nowhere, with fire and torches surrounding the perimeter - almost as if BLACKPINK is welcoming the audience in. The flashing lights behind the set are also quite mysterious. As a result, audiences are likely to be interested in what's to happen next and continue the music video. The setting is also has connotations of royalty: due to the four supporting stone pillars (possibly representing the members) and stairs, perhaps illustrating these members as royalty themselves. Most significantly, the colour scheme is dramatically black and pink, reinforcing the brand identity that they have and targeting Blinks directly. This colour scheme is achieved through the shadows, which not only have enigmatic connotations themselves, but also point towards the stairs: the perspective is intentionally chosen in order to draw attention to the door in the background, creating intrigue and questions (What's behind the door? Is someone going to come out of it? If so, which member will it be?) that are answered in the next few cuts, as the BLACKPINK members sit on the stairs.
The shot at 1:35 in the music video, of the member called Jisoo, would appeal to Blinks through its high-budget feel, as they would have seen it in BLACKPINK's previous music videos, which they most likely enjoyed. This feel is created through Jisoo's costume and setting, both of which seem expensive: her dress is extremely detailed, long and put-together, the gold and red colour scheme makes her appear almost regal along with the crown-like headpiece; and the setting of burning umbrellas, with the embers falling onto a floor of water, is massively expensive and possibly references one of BLACKPINK's prior hits 'Playing With Fire', appealing to Blinks. There's no fleshed-out narrative attached to this shot, potentially appealing to Blinks who may want something easy to watch, where the members can still be seen. Her posture is also quite strong, empowering her and audiences of her demographic (female, Asian), and reflecting the message behind the music video, of "not being daunted by dark situations and [not losing] the confidence and strength to stand up again."
The ending shot would appeal to Blinks as well. The colour scheme is also black and pink, reinforcing their brand. Moreover, the set is quite luxurious, giving the music video a high-budget feel, which Blinks are likely to be used to and enjoy, as BLACKPINK's previous music videos have similarly high-budgets as well. This expensive feel is also created through the members' costumes, that are also black and pink. That, along with the fact that the members are all posing in the same way, helps the group feel more cohesive and connected; the members are made to feel closer together, appealing to audiences who enjoy seeing the interactions and relationships between members. Furthermore, the pose they have taken is quite strong and powerful, and the dancers around them are all wearing white (while they wear complicated, expensive costumes) and pointing towards them, making the members seem stronger once more. Perhaps, this would empower a similarly female and/or Asian audience, which would appeal to them.
4) How was the How You Like That music video marketed and promoted to the audience?
Before the video's release, a series of teasers were posted on social media, along with a reality show titled '24/365 with Blackpink' on YouTube (accessible to most audiences). Furthermore, a video of the members performing the choreography for the song was released in July 2020, and by March 2021 had achieved over 600 million views, leading to Billboard magazine placing it in the top 20 videos of the year.
5) Why is K-pop a global phenomenon and what has helped it to become so popular?
K-pop is a global phenomenon as it combines different cultures, so that multiple different audiences are able to consume a new kind of media previously unknown to them. In recent times, the amount of people present in fan communities has increased exponentially, encouraging more people to join. The atmosphere and culture surrounding these communities is also quite exciting - fans band up together and create a buzz around their favourite group's upcoming comeback, they obsess over the videos, interviews and reality TV shows that their favourite idols are in, etc. Being in a community of like-minded people who all like the same artists is what has helped K-pop spread globally (from personal experience).
Industry:
1) How were BLACKPINK formed and what records have they broken?
BLACKPINK were formed under YG Entertainment in 2016. The members had competed in worldwide tryouts, had trained for over 5 years and were revealed periodically before debuting as a whole group, with their first album 'Square One'. They have also broken numerous records: in March 2, 2019, BLACKPINK became the first female K-Pop artists on a Billboard Cover. in November 11, 2019, they became the first K-Pop group video with 1 billion views on youtube, and finally, in March 2024, they became the first K-Pop girl group to become part of the Spotify Billion's Club for reaching 1 billion streams on 'How You Like That'.
2) What other successful artists have YG Entertainment created? You may need to Google this.
Some artists under YG Entertainment include:
- TREASURE
- BabyMonster
- AKMU
- WINNER
- BIGBANG and G-Dragon
- IKON
- 2NE1
3) How has technology and the internet (known as technological convergence) changed the way audiences consume music videos?
Previously, audiences consumed music videos through music channels on television, such as MTV, and programs such as BBC's Top of the Pops. These were an opportunity for artists to promote their music and spread publicity. When YouTube was launched in 2005, music videos began to be primarily released and viewed there, instead of on specific channels. This made music videos accessible worldwide, and helped make many artists popular through the algorithm.
4) How do BLACKPINK and K-pop show that the media and music industries are now global?
BLACKPINK and K-pop show that these industries are now global as they combine multiple cultures. The styles of music within K-pop vary wildly: pop, R&B, and even afrobeats, highlighting how different cultures have influencced the music industry, making it global. Fans of K-pop come from all over the world to view content that they most likely wouldn't have watched or even been able to watch if they'd lived in the past. K-pop artists sell out arenas across the world because of their global popularity.
5) How are UK-based music videos regulated and what types of content require warnings?
Some (not all as YouTube makes it difficult to regulate all music videos) UK-based music videos are regulated through the British Board of Film Classification (the BBFC) that also regulates movies. Content can be flagged and require warnings if it includes topics such as: dangerous behaviour, violence, drug abuse, sexual content, etc.
Will do extension tasks at a later time
